Employer Branding

Art der Vermittlung

Präsenzveranstaltung

Art der Veranstaltung

Pflichtfach

Empfohlene Fachliteratur

Ellis, J. (2020). Talent Chooses You: Hire better with Employer Branding.SaltLab // Adams, B. & Marshall, C. (2020). Give & Get Employer Branding: Repel the Many and Compel the Few with Impact, Purpose and Belonging. Houndstooth Press. // Mosley, R. (2014). Employer Brand Management: Practical Lessons from the World’s Leading Employers. Wiley. // Armstrong, M. & Taylor, S. (2023). Armstrong's Handbook of Human Resource Management Practice: A Guide to the Theory and Practice of People Management (16th edition). Kogan Page.

Lern- und Lehrmethode

The course combines theoretical input with applied learning formats. Teaching is based on lectures, joint analysis of real-world cases, group discussions, and observation of contemporary branding practices. Throughout the semester, students work in groups on a workshop project in which they develop an employer branding concept for an existing organization. The project follows an iterative structure: concepts introduced in class—such as brand analysis, company culture, target groups, touchpoints, or strategy frameworks—are continuously applied and refined within the group work. Learning takes place through a combination of explanation, discussion, and collaborative analysis. In-class activities such as group exercises, micro-presentations, and reflection discussions help students critically engage with the material and apply theoretical concepts to practical scenarios. Self-study phases and follow-up discussions support the consolidation of the learned content and allow students to deepen their understanding of strategic employer branding processes.

Prüfungsmethode

Written final examination (58 %, open questions, closed book). Content criteria of the final examination: degree of problem identification and problem characterization, correctness and complexity of the solutions with regard to technical and methodological competence. Formal criteria of the final examination: completeness of the answers, linguistic differentiation and independence of the presentation of results. Immanent assessment of learning outcomes (42 %, in the form of in-class participation, small group work for creation of an employer brand based on an existing brand, presentations). Content criteria immanent assessment: degree of problem identification and problem characterization, complexity of solutions in terms of technical and methodological competence, consideration of the individual case study context and confidence in answering concluding questions. Formal criteria immanent assessment: compliance with formal requirements, linguistic differentiation and correctness, independence and creativity in the presentation.

Voraussetzungen laut Lehrplan

Einführung zu People Management & Employee Lifecycle